Righto...

I think the probability of a gender non conforming man being convinced by this ad to turn up for a smear test is small enough to take the risk, quite honestly. It isn't a question of knowing whether you have a cervix. I think the target audience will be aware of that, as someone else said down the thread.

The second ad does not use the word 'woman'.

I agree. This is a problematic ad campaign for the second usage.

I almost didn't read it because I saw a moustache and something about trans and stopped. I'm neither make nor trans so it's not relevant to me.

I see there's a second ad. It has a picture of a woman with a baby, but doesn't mention women either.

I have spent a great deal of time living abroad using my second and sometimes 3rd language. Honestly if this were in those places/languages I wouldn't have been sure it was meant for me. Or specifically not for my husband and son. I mean actually in English I still wasn't quite sure! I'm not joking here, when you're not 100% comfortable in another language it's can be really, really tricky. On that basis these signs are exclusionary of a great many women. But well done for including a minority of the 200,000 who identify as trans across the UK's population of 69 million.

That second ad, with the woman and the child, is not actually either grabbing attention with that detached tone and the image is not really going to make many women think it is for them if they don't associate themselves as being a mother of a young baby.

No. That second ad is very poor at communicating to the maximum number of people who need that information. Since they had the other version, this one should also be very clear and feature a woman with no baby for women who are either going to filter it out because it has a baby and they don't think it applies to them, or for where English language skills is not strong.

They went to the trouble of making two ads at least. But the second one is not strong at all.

It needed to be plain English, and use the word women, and unless there is a third ad with just a woman pictured, the communication with the baby in it means skimmers will filter this ad out. They will just scroll right past.

That's very obviously what's going on here. Fucking hell, there are things that are going on around the trans conversation that are madness, but an ad aiming to persuade transmen - some of whom I can easily imagine are reluctant - to get smear tested isn't one of them.

If there are other campaigns that don't use the word 'woman' (and I'm sure there are) then I would see that as problematic. But that problem is with those campaigns.

Exactly this... it's anything but inclusive.

I'm all for the "got a cervix? get a smear" campaign use a picture with everyone on it sorted

I understand your thinking, but research a year or so ago showed that shocking numbers of women in the UK did not seem to know about them having a cervix.

Right, but if a gender-non-conforming man turns up for one, do you think he might feel uncomfortable?

But the advert is excluding more women than the sector of society that doesn’t realise they have a cervix.

I think the purpose of the ad in the OP is to reassure a specific group that they won't be made to feel uncomfortable if they go for a smear test, not to clarify they need one.

A simple 'got a cervix, get a smear' would do.

mmm... should have read the rest of the thread.

So. trans people have their ad and it mentions transgender man, a non-conforming person, or assigned female at birth and with a cervix yet, the second one in the series doesn't treat the rest of the female population with the same level of respect.

No. That is unequal treatment.

as it’s a photo of a man I would completely ignore the advert. So it’s failed for me.

Doesn't say anything about women. From both ads you could infer that either sex should be going for these.

Most people won't, but surely the purpose of these ads is to clearly specify who needs to go for a smear test? in which case they haven't done a great job.

Maybe, in the 1984 of the future, none of us will be assigned to a sex at birth. We'll just need recorded as a person.
Maybe we'll all get to assign a sex to ourselves when we reach 18.
😬

Surely this is just targeting a specific hard to reach group, and isn't a general "book a smear" campaign? I'm assuming that the reason for a targeted resource would be that general messaging isn't reaching that group, and it's not hard to see, whatever your view on it, that there might be a bit of mental barrier for someone who is very keen not to be viewed as a woman to access something like a cervical smear.

I wasn’t assigned the title of woman at birth. I will never accept that language. I’ll take biological woman or woman but not assigned.

I’m still waiting for the NHS guidance to be published on how midwives assign sex at birth

except of course there isn’t any because sex is observed not assigned

transmen know full well they are biological women

This does seem to be an ad tailored specifically for that purpose. If it is part of a series and this ad is used in specifically targeted media for a specific audience, then I think that it should be a different discussion.

If this was aimed at mainstream media only and is a one off.... then that is a communication fail.

FFS - so many words and ways to try and please everyone, because heaven forbid we might remind them that they are the sex that they are, not the fantasy that they want.

It's not hard. Got a cervix? Get a smear!

We are assuming the person in the second ad is a woman.. how do we know how they identify?

What percentage of the population know what a cervix is? If you are not going to mention the word women, then have a labelled diagram of the female reproductive system so it gives the target audience a chance.